Denise Roosendaal, FASAE, CAE She/Her

Denise Roosendaal helps associations engage members, advance credentialing programs and respond to policy changes. She works with organizations to build relevance and drive long-term growth.

Denise is executive director of the Institute for Credentialing Excellence (I.C.E). She advances certifications and career development tools, including the ICE-CCP®, the I.C.E. Career Pathway and the I.C.E. Academy. She helped launch the Future of Credentialing program to support foresight and co-founded the I.C.E. Professional Certification Coalition, which includes nearly 100 certifications and organizations.

Before joining Smithbucklin, Denise led a regional realtor association and served as public affairs director for a telecommunications trade group. She is an American Society of Association Executives (ASAE) Fellow and served on the Certified Association Executive (CAE) committee and ASAE ForesightWorks Advisory Group, including as chair in 2023 and 2024.

Denise is also a thought leader in board governance leading practices, strategic planning, policy work and industry research.

Denise holds a Bachelor of Arts in Communications from the University of Virginia, Master of Public Administration from Syracuse University and Master of Arts in Creative Writing from Johns Hopkins University.